Are you investing in paid marketing on social media? Is it generating enough traction? Think and ask yourself again for the objective of having paid ad campaigns on Facebook. Paid ads are worth spending for when a business gets equivalent or proportional returns in terms of defined conversion metrics. It could be app downloads, website hits, video views or query form sign-up by leads. Conversion rate depends on your campaign type, content relevance and audience definition.
At Arslok India, we help you build paid campaigns on Facebook to grab eyeballs, build brand awareness and a dynamic sales funnel. Let us dig deeper in some of the myths around Facebook ads and bust them with the best practices in reality:
CRO is a structured and data-driven approach to test various components of a website to analyse what resonates the best with your audiences. The more you tend to optimize and adapt, the better you understand your website traffic. The paid ad campaigns start giving better returns with an increase in conversions.
Leads Generated ÷ Website Traffic x 100 = Conversion Rate %
On a similar note, we could determine the net increase in website traffic or leads generated.
Myths on CRO
Equating conversions from paid marketing proportionally to reach or page views (traffic)
Conversions only mean generating sales from a website visitor
Ensuring CRO only brings website traffic and not qualified leads
CRO and paid marketing leads to better ads as an outcome after applying learning from CRO tests
CRO marketing strategies are limited to redefining lookalike audiences on facebook ad campaigns
CRO completely saves a business enterprise from website redesign or overhauling various pages within the website
Realities around CRO
Conversions are a measure of efficiency of your Facebook ad campaign. Let’s say, if 5 people out of a 100 who visit your website share their credit card information for a monthly subscription, then your conversion is 5%, even if reach doubles to 200, people visit the page every day and still 5 people shared information, conversion rate reduces to 2.5%
Conversion could mean the visitor acting on the intended CTAs like text based CTAs in blogs, query forms on landing pages or leads browsing the value propositions on product pages. It could be defined or altered according to the facebook campaign.
CRO ensures your content is SEO friendly, A/B testing is done on feature sets, leads are marketing qualified and eventually more product reviews or testimonials make it more credible.
CRO tests and projects must be based on PIE framework – Potential, Importance and Ease. Each element on the website must be analyzed heuristically giving rankings and weightage to blog article content, landing pages and pricing pages etc.
The strategies on SEO & SEM are followed proactively but CRO usually goes reactively as it is dynamic and feedback dependent. Facebook campaigns and audience definition can be bettered only after optimizing the homepage with minimal elements, gated content in the resource center and curating landing pages.
Conversion optimization drives your website to become better incrementally, if done precisely over the time, impact is slow but significantly visible. Website redesign could be expensive whereas CRO saves time and capital invested.
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